THE ADVERTISING CONCEPT BOOK

By Pete Barry. Structured to provide both a complete course on advertising and a quick reference on particular topics, this how-to book by a Clio winner first goes straight to the basics—work out what you want to say, who you are saying it to, and how you want to say it—and then extends its advice to generating ideas and strategies, creating effective taglines, parlaying a concept into a campaign, and meeting the different challenges of print, TV, radio, ambient, interactive, and integrated advertising. Exercises throughout help students create and critique their own work, and nearly 400 of Barry’s own concept drawings show the origins of many of history’s most famous ads. Grades 10 and up. Index. Bibliography. Glossary. Thames and Hudson. 272 pages. ©2008.

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